As the agency for 15 U.S. markets of Massage Envy Spas in 11 states (representing almost 200 spas total), LevLane applied its social media and public relations forces to promote Massage Envy Spa’s annual “Massages for Military” Veterans Day event, which resulted in more than $200,000 dollars in donations to Wounded Warrior Project® (WWP) as well as hundreds of free, one-hour massage therapy and facial sessions for veterans, current military personnel and their spouses.
Massage Envy Spas in the Toledo, Ohio and Southeast Michigan regions provided free, one-hour massage therapy or facial sessions to veterans, current military personnel and their spouses who scheduled appointments for Veterans Day (November 11), while Massage Envy Spas in many other regions donated $10 for every one-hour massage or facial session provided to members and guests on that day to WWP. Additionally, Massage Envy Spa members and guests contributed to “fishbowl” in-spa donations, and many members donated one of their unused massage therapy sessions to WWP.
LevLane’s media relations and social media efforts resulted in a significant number of TV news and other media placements, prompting high numbers of Massage Envy Spa appointments made on Veterans Day, and resulting in large regional donations made to WWP.
For example, the Washington, D.C.-Maryland-Northern Virginia region, with 37 spas, raised a total of $55,972 for WWP. In addition, members donated 739 of their unused, prepaid massage sessions, with a retail value of $88,673, in order to provide a free massage to a veteran or service member, for a total donation value of $144,645. The 78 Massage Envy Spas located throughout Long Island, Staten Island, Brooklyn, Queens, Northern and Central New Jersey, Westchester County, New York and Connecticut raised a total of $39,805.40, for which a check presentation was made by Eugenia Tzoannopoulos, regional developer for Massage Envy Spas, to Danny Rodriguez, warrior outreach coordinator in Wounded Warrior Project’s New York City offices (see photo).